Urban Athletics

My own business — a full brand and site rebuild, moving off an outdated, inflexible Squarespace template that no longer reflected where the business was headed. The rebuild coincided with a major strategic pivot: expanding from fitness classes and personal training into a first-to-market "gym as a clinic" model, including a new peptides coaching and e-commerce offering.

The old site couldn't flex to support the new positioning and offering, cost recurring subscription fees for limited return, and no longer reflected the direction the business was moving in.

Discovery surfaced four distinct visitor profiles, each arriving with a different starting point and goal — not people who'd be served well by one generic contact form.

Shaped collaboratively with my business partner and training staff, balancing two things in tension: building brand authority appropriate for a clinical health offering, while staying approachable for existing class and personal training clients who already trusted the brand.

A Deliberate Brand Pivot

Moved away from the original bold, dark, "grungy urban" aesthetic toward something modern, refined, and timeless — communicating authority and elegance appropriate for a clinical health offering rather than just a gym.

Built Mobile-First

With the majority of traffic on mobile, copy had to be disciplined and minimal — every section rewritten multiple times to say less, more clearly. Subtle animation and React-driven interactive components were added to avoid a flat, static feel while keeping the experience light and fast.

A Product Entry Point

Lead capture flows directly into a database that immediately surfaces on the sales team's device for real-time follow-up, with other leads routed into email drip campaigns. This site is designed as the front door to a CRM and member-insights product currently being built in-house — meaning it isn't just brand marketing, it's the entry point into a broader product ecosystem for the business.

Formalizing the Model

The old site's philosophy content was ad hoc — a standalone wellness diagram and a couple of training-methodology callouts, with no structured place for the new peptide and hormonal optimization offering. The new site organizes everything into one explicit "Train, Recover, Optimize" model, with optimization protocols framed as clinically guided and overseen by licensed medical professionals — integrated as one formal system rather than bolted on.

Just launched, so full metrics are still early. The quiz and lead form have already generated a handful of real inquiries, and initial reaction from existing clients and staff has been positive.